I run a research center called Centre for Technology Strategy at the Norwegian School of Management. Inevitably, the question comes up – what is technology strategy?
In my mind, the question is simple and comes down to two things: The realization that most changes in the world are due to changes in technology, and, hence, it is vitally important for managers to understand how technology evolves and how this evolution impacts their companies.
I like to illustrate this with a diagram of such mind-boggling simplicity that it is almost embarrassing to present it here. On the other hand, it seldom fails to inform when I use it in presentations – and a number of my collaborators through the years like it enough to use it in theirs:
image
In words: Technology drivers – i.e., changes in how we do things – changes the business environment, which again imposes changes in strategies on companies. Technology strategy aims to enable companies to understand the technology drivers to be able to change their strategies before they are forced to by the business environment.
This is by no means easy. It may be hard to understand what the drivers are – if you were a producer of travel alarm clocks, would you have foreseen the use of cell phones as alarm clocks? And though the drivers may be easy to understand, you may under- or overestimate the time it takes before your business environment changes. Lastly, it may be easy to understand both the change and the timing, but just hard to deal with the change itself. Newspapers and book publishers, for instance, can easily see what is happening to the music industry, understand how the business environment is changing, yet find themselves repeating the errors of the music industry because the changes necessary goes against the norms and values of those of power, as well as their technology and their business model.
To understand technology strategy, of course, you need also to understand the current business environment – in terms of the technology currently used – and how it shapes current strategy. And you need to have an understanding of technology evolution in general and the evolution of technology in your industry in particular. Lastly, you need an understanding of how to change technology inside organizations – something which requires an understanding of not just changing technology, but also organizational structures, incentive systems, and norms and values. Key Words: Technology Hype Cycle: An analysis and detailed study of how new technologies emerge. Considers the stages of a technology's evolution, how it gains acceptance from early adopters, and its progress through various ups and downs before gaining mass adoption and becoming widely accepted. http://socialmediatoday.com/dinakaranonline/774531/understanding-technology-hype-cycle Technology strategy (or IT strategy): The study of how technology causes changes in the world, how technology evolves, and how the evolution of technology impacts the strategy and strategic planning of companies and organizations. The core purpose in developing a technology strategy is to ensure that there is a strong and clear relationship between IT investment decisions and the organization’s overall strategies, goals, and objectives. Almost all companies should consider their technology strategy. http://appliedabstractions.com/2009/09/28/what-is-technology-strategy/http://www.himss.org/files/HIMSSorg/content/files/15_OC_3Mscncptn.pdf Strategic planning: An organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy. In order to determine the future direction of the organization, it should understand its current position and the possible avenues through which it can pursue particular courses of action. Strategic planning helps answer three questions: (a) "what do we do?"; (b) "for whom do we do it?"; and (c) "how do we excel?" Technology strategy is a component of strategic planning, one with increasing importance in today's companies and organizations. http://en.wikipedia.org/wiki/Strategic_planning
XHTML, CSS, and Validation
XHTML (eXtensible HTML): A variant of HTML that uses the syntax of XML, the Extensible Markup Language. XHTML has all the same elements (for paragraphs, etc.) as HTML, but the syntax is slightly different. Because XHTML is an XML application, one can use other XML tools with it (such as XSLT, a language for transforming XML content). http://www.w3.org/standards/webdesign/htmlcss Element: In HTML, XHTML, and XML, an element is an individual component of a document. For (X)HTML, this means an element is one component on a Web page. All three languages are composed of a tree of elements and other nodes, such as text. Each element can have attributes specified. Elements can also have content, including other elements and text. (X)HTML and XML elements represent semantics or meaning. Most elements are written with a start tag and an end tag, with the content in between, e.g. <title>This is the title of the page</title>. http://en.wikipedia.org/wiki/HTML_element Attribute: You should have looked this one up for Keyword List #2 - if you didn't, we suggest you do so now! Document Type Definition (DTD): A set of markup declarations that define a document type for XML or (X)HTML content. A DTD uses a terse formal syntax that declares precisely which elements and references may appear where in the document of the particular type, and what the elements’ contents and attributes are. A DTD is associated with an XML or (X)HTML document by means of a document type declaration (the DOCTYPE element). http://en.wikipedia.org/wiki/Document_type_definition (X)HTML Transitional: A DTD that includes all HTML elements and attributes, including presentational and deprecated elements (like font). Framesets are not allowed; if one wants to use frames, one must use the (X)HTML Frameset DTD instead, which is otherwise identical to (X)HTML Transitional. http://www.w3schools.com/tags/tag_doctype.asp (X)HTML Strict: A DTD that contains all HTML elements and attributes, but does not include presentational or deprecated elements (like font). Framesets are not allowed. Using the strict DTD is preferable and results in better (X)HTML code. http://www.w3schools.com/tags/tag_doctype.asp Deprecated: A status applied to a computer software feature, characteristic, or practice indicating it should be avoided, typically because of it being superseded. The term is sometimes used for a feature, design, or practice that is permitted but no longer recommended. In HTML and XHTML, a deprecated element is one that may still work in Web browsers, but its use is strongly discouraged; for example, the font element. https://en.wikipedia.org/wiki/Deprecation CSS (Cascading Style Sheets): Cascading style sheets define how Web browsers should display and present (X)HTML elements (e.g. colors, fonts, borders, etc.) CSS was added as of HTML 4 because HTML was never intended to contain tags for formatting a document, but to define its content and structure. CSS allows for formatting instructions to be maintained separately from the content and structure of a Web site and its pages. CSS also allows for one set of formatting instructions to be applied across a set of pages, saving much time and effort. http://www.w3schools.com/css/css_intro.asp Validation: In the context of (X)HTML, XML, and CSS code, validation is the process of checking a document against the language and grammar (i.e. DTD) it claims to be using. Validation ensures that documents using markup languages (including HTML, XHTML, XML, and CSS) are following the rules of the language as defined by the Word Wide Web Consortium (W3C). A document that passes through the validation process with success -- by being tested with a validator -- is said to be valid HTML, XHTML, XML, or CSS. Valid code is more likely to be displayed consistently and properly in multiple Web browsers, both now and in the future. http://validator.w3.org/docs/help.html#validation_basics Well-formed: A well-formed (X)HTML document (a) has one root element (<html>) that contains all of the other elements in the document; and (b) contains elements that are themselves well-formed. A well-formed element is one that is closed or terminated correctly and is not improperly nested. For example, <p> by itself is not well-formed, but <p></p> is. In XHTML, <img> by itself is not well-formed, as XHTML requires a closing slash: <img />. <strong><em>Text</strong></em> is not well-formed because elements are improperly nested; <strong><em>Text</em></strong> is properly nested and well-formed. http://en.wikipedia.org/wiki/Well-formed_element
What is Technology Strategy?
I run a research center called Centre for Technology Strategy at the Norwegian School of Management. Inevitably, the question comes up – what is technology strategy?
In my mind, the question is simple and comes down to two things: The realization that most changes in the world are due to changes in technology, and, hence, it is vitally important for managers to understand how technology evolves and how this evolution impacts their companies.
I like to illustrate this with a diagram of such mind-boggling simplicity that it is almost embarrassing to present it here. On the other hand, it seldom fails to inform when I use it in presentations – and a number of my collaborators through the years like it enough to use it in theirs:
In words: Technology drivers – i.e., changes in how we do things – changes the business environment, which again imposes changes in strategies on companies. Technology strategy aims to enable companies to understand the technology drivers to be able to change their strategies before they are forced to by the business environment.
This is by no means easy. It may be hard to understand what the drivers are – if you were a producer of travel alarm clocks, would you have foreseen the use of cell phones as alarm clocks? And though the drivers may be easy to understand, you may under- or overestimate the time it takes before your business environment changes. Lastly, it may be easy to understand both the change and the timing, but just hard to deal with the change itself. Newspapers and book publishers, for instance, can easily see what is happening to the music industry, understand how the business environment is changing, yet find themselves repeating the errors of the music industry because the changes necessary goes against the norms and values of those of power, as well as their technology and their business model.
To understand technology strategy, of course, you need also to understand the current business environment – in terms of the technology currently used – and how it shapes current strategy. And you need to have an understanding of technology evolution in general and the evolution of technology in your industry in particular. Lastly, you need an understanding of how to change technology inside organizations – something which requires an understanding of not just changing technology, but also organizational structures, incentive systems, and norms and values.
Key Words:
Technology Hype Cycle: An analysis and detailed study of how new technologies emerge. Considers the stages of a technology's evolution, how it gains acceptance from early adopters, and its progress through various ups and downs before gaining mass adoption and becoming widely accepted. http://socialmediatoday.com/dinakaranonline/774531/understanding-technology-hype-cycle
Technology strategy (or IT strategy): The study of how technology causes changes in the world, how technology evolves, and how the evolution of technology impacts the strategy and strategic planning of companies and organizations. The core purpose in developing a technology strategy is to ensure that there is a strong and clear relationship between IT investment decisions and the organization’s overall strategies, goals, and objectives. Almost all companies should consider their technology strategy. http://appliedabstractions.com/2009/09/28/what-is-technology-strategy/ http://www.himss.org/files/HIMSSorg/content/files/15_OC_3Mscncptn.pdf
Strategic planning: An organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy. In order to determine the future direction of the organization, it should understand its current position and the possible avenues through which it can pursue particular courses of action. Strategic planning helps answer three questions: (a) "what do we do?"; (b) "for whom do we do it?"; and (c) "how do we excel?" Technology strategy is a component of strategic planning, one with increasing importance in today's companies and organizations. http://en.wikipedia.org/wiki/Strategic_planning
XHTML, CSS, and Validation
XHTML (eXtensible HTML): A variant of HTML that uses the syntax of XML, the Extensible Markup Language. XHTML has all the same elements (for paragraphs, etc.) as HTML, but the syntax is slightly different. Because XHTML is an XML application, one can use other XML tools with it (such as XSLT, a language for transforming XML content). http://www.w3.org/standards/webdesign/htmlcssElement: In HTML, XHTML, and XML, an element is an individual component of a document. For (X)HTML, this means an element is one component on a Web page. All three languages are composed of a tree of elements and other nodes, such as text. Each element can have attributes specified. Elements can also have content, including other elements and text. (X)HTML and XML elements represent semantics or meaning. Most elements are written with a start tag and an end tag, with the content in between, e.g. <title>This is the title of the page</title>. http://en.wikipedia.org/wiki/HTML_element
Attribute: You should have looked this one up for Keyword List #2 - if you didn't, we suggest you do so now!
Document Type Definition (DTD): A set of markup declarations that define a document type for XML or (X)HTML content. A DTD uses a terse formal syntax that declares precisely which elements and references may appear where in the document of the particular type, and what the elements’ contents and attributes are. A DTD is associated with an XML or (X)HTML document by means of a document type declaration (the DOCTYPE element). http://en.wikipedia.org/wiki/Document_type_definition
(X)HTML Transitional: A DTD that includes all HTML elements and attributes, including presentational and deprecated elements (like font). Framesets are not allowed; if one wants to use frames, one must use the (X)HTML Frameset DTD instead, which is otherwise identical to (X)HTML Transitional. http://www.w3schools.com/tags/tag_doctype.asp
(X)HTML Strict: A DTD that contains all HTML elements and attributes, but does not include presentational or deprecated elements (like font). Framesets are not allowed. Using the strict DTD is preferable and results in better (X)HTML code. http://www.w3schools.com/tags/tag_doctype.asp
Deprecated: A status applied to a computer software feature, characteristic, or practice indicating it should be avoided, typically because of it being superseded. The term is sometimes used for a feature, design, or practice that is permitted but no longer recommended. In HTML and XHTML, a deprecated element is one that may still work in Web browsers, but its use is strongly discouraged; for example, the font element. https://en.wikipedia.org/wiki/Deprecation
CSS (Cascading Style Sheets): Cascading style sheets define how Web browsers should display and present (X)HTML elements (e.g. colors, fonts, borders, etc.) CSS was added as of HTML 4 because HTML was never intended to contain tags for formatting a document, but to define its content and structure. CSS allows for formatting instructions to be maintained separately from the content and structure of a Web site and its pages. CSS also allows for one set of formatting instructions to be applied across a set of pages, saving much time and effort. http://www.w3schools.com/css/css_intro.asp
Validation: In the context of (X)HTML, XML, and CSS code, validation is the process of checking a document against the language and grammar (i.e. DTD) it claims to be using. Validation ensures that documents using markup languages (including HTML, XHTML, XML, and CSS) are following the rules of the language as defined by the Word Wide Web Consortium (W3C). A document that passes through the validation process with success -- by being tested with a validator -- is said to be valid HTML, XHTML, XML, or CSS. Valid code is more likely to be displayed consistently and properly in multiple Web browsers, both now and in the future. http://validator.w3.org/docs/help.html#validation_basics
Well-formed: A well-formed (X)HTML document (a) has one root element (<html>) that contains all of the other elements in the document; and (b) contains elements that are themselves well-formed. A well-formed element is one that is closed or terminated correctly and is not improperly nested. For example, <p> by itself is not well-formed, but <p></p> is. In XHTML, <img> by itself is not well-formed, as XHTML requires a closing slash: <img />. <strong><em>Text</strong></em> is not well-formed because elements are improperly nested; <strong><em>Text</em></strong> is properly nested and well-formed. http://en.wikipedia.org/wiki/Well-formed_element